Ye Guofu, A Famous And Excellent Product, Stared At Supermarkets And Cross-Border Direct Mining.

With "ten yuan shop"

Ye Guofu, who is popular, will open another line business in Guangzhou next month, the 199 global direct supply center for cross border commodities.

199 the global cross border commodity chain direct supply center is planning to open its first store in Guangzhou next month.

In October, it will open a large store in Beijing Road, Guangzhou.

"199 the global purchasing Council has selected high-quality products in 199 countries and regions.

Its business model is similar to that of the famous brand. The difference is that the company built its own buyer team in the world, and the store area is bigger than the famous brand, which is 3000-10000 square meters.

The key strategy for famous and high quality products in the next few years is to expand the channels of offline supermarkets, and set up "store stores" in the major supermarkets throughout the country.

Ye Guofu, co-founder of the famous brand International Co Ltd, is at the 2016 China franchise Summit Forum.

If you have heard Ye Guofu's speech, it is easy for you to reverse the "road to powder" for the famous brand.

The baby face, the little Hubei man Ye Guofu, even has the smell of silk "township entrepreneur".

But the latter will soon be eliminated in his humorous and relaxed speech.

In turn, you will think that is your illusion.

That is a priceless simplicity.

Ye Guofu's speech has been heard by people who are almost exactly the same PPT each time -- from apple, Costco,

IKEA, HUAWEI, and finally to the famous products.

It is clear that there is suspicion of "near the famous brand", but even the appearance of the adults of "Big Man" in the top card seats shows that they have fallen into the trap unconsciously.

The lively atmosphere and applause of the whole scene continued, let alone how willingly the audience accepted Ye Guofu's routines.

According to Ye Guofu's assistant, the various conferences and conferences currently attended by the famous and excellent products are basically such a contradictory existence. The rapid growth of the famous and excellent products on one hand is unbelievable on the one hand, but on the other hand it is a warm affirmation.

Why are famous brand products so red?

Famous and excellent products were not opened until the end of 2013.

Ye Guofu said that in 2014, he made 2 billion yuan, and made 5 billion yuan in 2015. This year's target is 10 billion yuan.

In July, there were 15 stores in the world, and at the end of this year, the stores were going to speed up to 100 stores in 1 months, and 100 by the end of this year.

Why is the name brand product growing so fast? Ye Guofu's conclusion is that the four is good.

First, the price is good.

"The cost of selling 10 yuan for a famous brand product is lower than that of the 1/10 in the Chinese department store, which is lower than that in the supermarket. It is probably the 1/3 price of the supermarket, and every product is designing."

Ye Guofu said that in ensuring quality, the lower the price the better.

Regardless of money or money, price is very important in good quality.

Price comes from supply chain support.

1, merchandise direct mining: there are about 3000 kinds of goods in a famous brand shop, most of which are directly ordered from more than 800 Chinese factories to ensure low price advantage.

Ye Guofu said that almost all of these factories were exported, and 80% were in the Pearl River Delta and the Yangtze River Delta.

2, design management and control: the name creates superior products to control the core power of the design of commodities. Apart from food, all of them use the brand of MINISO (name creation excellent product), thus mastering the pricing power of commodities.

3, the rapid turnover: general department store commodity circulation time is three to four months, Ye Guofu invested heavily in the development of the supply chain management system, the pfer time can be 21 days, improve the efficiency of capital and sales.

Second, site selection is good.

The "10 yuan shop" of the famous brand product is all in the shopping center.

In recent years, there has been a boom in shopping centers in China, which has brought about changes in the retail market. First, after the upgrading of consumption, the shopping environment has also escalated.

Ye Guofu used to operate the "ah Ya" brand, the street accessories shop "sell" too bad, asked Cai Yilin as the image spokesman, also changed little, business pressure is increasing.

The creation of famous brand products is based on the upgrading of consumption, based on the development of shopping center channels, and has seized the market trend.

Two, there are too many shopping centers, so it is possible for brands to quickly and easily replicate shopping mall channels.

According to Ye Guofu, at present, the name of the top quality products in Beijing covering more than 90% of the shopping center in Beijing.

The Beijing market is doing very well at present. Beijing can sell 6 hundred million in a year, and the Beijing market in the future will achieve 1 billion a year.

The shelves of famous and high quality products are imported shelves, and the best materials are used to sell the lowest price products.

Third, the product is good.

There are not many kinds of famous brand products, but they advocate creating value for customers and developing revolutionary "explosive products".

For example, there are only two or three eyeliner in the famous brand, but 10 of them have sold 100 million eyeliner, which is the same production line with L'OREAL.

Fourth, good service.

Ye Guofu said the best service is not to serve.

Like UNIQLO and H&M, there are only three things that a salesperson can do, namely, loading goods, doing hygiene and guarding against theft.

"We should not create any shopping pressure for our customers."

The popular "four good" is actually the essence of retail competition -- shopping convenience and commodity prices.

And the renewal of operation mode is the direct power source for the rapid growth of famous products.

The first line is 60%.

The advantage of joining is that we can quickly copy and light asset operation, and the challenge lies in the standardization of terminal experience, management and operation.

The brand name and excellent products are currently separated from the franchise system by gross margin.

The franchisee is responsible for investing in storefront and decoration costs, which is equivalent to "financial investors".

In store operation, staff management and salary payment are responsible for famous products.

The way of "direct battalion" has also protected the quality of the store while avoiding the pressure of "capital".

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The core of "popularity": the power of design

It

Ye Guofu is actually an old man in China's retail chain.

Previously, ye opened a chain store for ten years.

Founded the "ah Ya" brand, the main chain of jewelry.

In those days, Ye Guofu also appeared in various domestic and small forums to promote his eh, and when he talked about his business model, there was no lack of amazing language.

But helplessness, although ah, there is still exist, Cheng Jin Lan introduction, ah ah, has moved from the street shop to ah ya life Museum, but eventually it has become a short-lived case in the rapidly changing commercial market, and gradually forgotten.

At that time, Ye Guofu was also flying around in many industry forums, but everyone was watching so quietly. Some people thought he was a "liar", and there was not much resonance and affirmation.

Why can famous brand products win the fast growth and hot popularity that can't be achieved?

Externally, the market environment has changed.

The popularity of famous and excellent products is almost the same as the external market environment of the rise of ten yuan stores in Japan - in the economic downturn.

In the economic downturn, consumer vanity is shattered. Consumers first need to cut costs and find good quality and cheap products.

From inside, Ye Guofu changed his thinking concept.

In Ye Guofu's words, the best way to create famous products is another way -- "the power of design".

Design plays an important role in the rise of famous brands.

After satisfying the two functions of practicality and low price, the key to creating famous brand is to design beautifully.

Ye Guofu said that products must be upgraded, including design and industrial design.

"In the past 30 years, China's products have met two functions: practicality and low price.

But in the future, design will account for a large proportion of product development. "

The idol Ye Guofu often talks about is Jobs. Apple mobile phone is still the most beautiful and most beautiful product in our daily necessities, more than cars and watches.

He said.

For America's Costco, Ye Guofu's excellent interpretation of his business is still focused on product design and display.

"All brands, whether CK or not, have to redesign the packaging with the Costco style in the store, design the size of the packaging and the color of the packaging."

The cooperation between famous and excellent products and Miyake Junya, a young designer in Japan, controls the core competitiveness of the product. Apart from food, all of them use the brand of MINISO (name creation excellent product), thus mastering the pricing power of the commodity, and giving the shopping experience of "ten yuan shop" commodity price ratio value through design.

After the popularity of the famous brand, XX and XX products in Japan and South Korea appeared the same.

The picture shows a certain product of the 2016 China Franchise Exhibition, which calls itself Korean fast fashion department store brand.

Store design, display, and flagship category are almost the same as famous brand products.

Ye Guofu, who spends 18 hours studying retail every day

The word "Metamorphosis" has been used very badly.

But in Ye Guofu, you can really see such things.

In the past 35 years, how did he become a "top brass guest" of a lot of business leaders from a big street, a small business owner, and a guide to China's retail industry? This is actually a much more interesting proposition than the study of famous brands.

"Ye is totally different." Ye Guofu's assistant Cheng Jinlan told reporters that Ye Guofu's pformation was too fast for his colleagues and Ye Guofu's friends to share a common feeling.

"The way of thinking is much faster than before, and a lot of leaps."

Formerly the traditional retail thinking, now it is all Internet thinking and jumping.

This is the impression of Ye Guofu assistant Cheng Jin Lan.

PPT is always the showcase of Ye Guofu's retail idol, but every time Ye Guofu brings out different views.

Objectively speaking, Ye Guofu has many views on dry goods -- a real feeling of entrepreneurs.

Ye Guofu will say that the Internet is an alternative to retail rather than growth, because people's demand is limited.

He will also say that although he is doing so well, he still does not favor China's physical retailing.

"I think China's physical retailing is becoming more and more difficult."

He will also complain about the need to upgrade domestic consumption concepts, and prefectural and county-level cities are not as good as the cities in northern Guangdong.

A typical example is, "why is it so cheap?" is something Ye Guofu often asks.

"It's so cheap in itself, it's just that people are selling too much."

Ye Guofu believes that there is no need to explain the upgrading of famous brand products, but the concept of consumption needs to be upgraded synchronously.

He will also comment on the world famous big companies in each speech and share his understanding.

For example, the worshipping of Apple Corp is often on the lips. A speech will quote Apple's examples again and again.

Ye Guofu claims to have a deep study of apple.

"There is time to deeply analyze the whole process of Apple product design, development and operation.

I can talk for three hours.

He said.

UNIQLO is also a brand recognized by Ye Guofu.

Claiming to be more fussy, Ye Guofu, who buys clothes and likes to look at threads, says that many of his shirts and trousers are UNIQLO because they are cheap because UNIQLO clothes have no thread.

"In 1 days and 24 hours, there must be more than 18 hours in retail research."

Ye Guofu often finalized his itinerary and went quietly to the store of famous products.

Not only did he look at the store's goods and display, he paid more attention to the expression of shoppers' shopping, and was pleased or depressed.

It is said that every Ye Guofu shop has been there.

2016 is the International Year of the best quality products, so Ye Guofu now has more time to run abroad.

In order for the company's executives to keep pace with him, Ye Guofu sent many of his executives to the United States and sent them to Japan to study.

The employees of famous and excellent products, wherever they go, go to the mall to see the supermarket. How do they do the best business? Why do they do so well?

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Can more flowers bloom again?

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Ye Guofu said that doing business in China will be influenced by many ideas, but in fact, if you hit a point, you can live and live well.

But in fact, the name creation product is not satisfied with being a "ten yuan shop". What Ye Guofu is doing is "multi-point layout".

"Ten yuan shop", the name of excellent products have "Wan Dian plan", the main source of future stores will be supermarket channels.

Cheng Jinlan, assistant director of the famous and excellent international limited company, said it will set up "shop store" of famous and excellent products in major supermarkets all over the country.

More importantly, perhaps international business.

The reporter understands that next month, Ye Guofu plans to open the first 199 global shopping line experience shop in Guangzhou, which is independently invested by Ye Guofu.

In October, the 199 global purchase in Guangzhou Beijing road will also open a large store, will add more coffee, rest experience area and other elements.

199 global purchase is based on offline O2O operation.

Cheng Jin Lan said that the 199 global shopping Association selected 199 quality products from 199 countries and regions. Its business model is similar to that of famous brands, and the difference is the global direct mining camp. The storefront area is also larger, at 3000-10000 square meters.

Prior to this, Ye Guofu announced the platform for the platform and the high profile of the outside world to make 195 global purchases, and said it was working with Wanda to enter the shop in Wanda Plaza.

At that time, Ye Guofu also said that the next three years to build more than 1000 "195 global purchase of cross-border import commodity city."

But in the first half of the year, the plan was "stranded".

In this regard, Cheng Jin Lan did not directly respond to the 195 global purchase problem, only told reporters that 199 of the global cross-border import commodity city is an independent investment.

From the current market development trend, the 199 global purchase coincides with the trend of consumption upgrading in China and the demand for imported goods.

The gross profit of imported goods is high, the key is the market space is big. The reporter understands that, because of the continuous increase of Chinese overseas consumption, the relevant departments also hope to keep this part of consumption in China. Therefore, there is still room for good policy in the future.

There are also a large number of bonded stores, experiential shops and bonded direct shops in the market recently.

But 199 global shopping is still a gimmick suspicion. Does it need to be picked from 199 countries? Can it be picked from 199 countries?

How can we buy a large quantity of goods, how to reduce the purchase price, how to calculate the cost and how large the procurement system is? How can we manage the supply chain? A small number of individual commodities in a single country, do we need to enter the warehouse? How can we solve the problem of cost efficiency?

As a result, it is difficult to calculate accounts in 199 countries.